Many Financial Advisors have become skeptical about marketing. They consider it a four letter word because it’s too expensive. It’s too uncomfortable. Or it sucks. In fact, it’s not unusual for some Advisors develop real anxiety about marketing. The reality is that marketing does not have to be torture if you use a marketing approach that is uncomplicated, efficient and measurable. An approach that allows you to market as you work, not one that you do in place of your work. And if it’s right, you’ll see measurable results before you know it.
You begin by focusing on activating your existing network of potential advocates. It’s more rewarding than spending time on individuals who are frequently disinclined to listen.
So who are your potential advocates? They are your current qualified clients – the clients you want to duplicate. Many will be open to becoming your most valuable trumpeters and will help you identify and connect to warm qualified prospects. But they must be identified and approached in a clear, “quiet” way, a way that addresses their existing “worldview”. You may recall, we discussed “worldview” in an earlier post. [Read Post] It refers to the underlying fact that existing and potential clients are skeptical of Financial Advisors. Most Advisor marketing approaches don’t recognize this or are not effective dealing with it.
Recognizing and addressing the worldview of your market is a foundational element to potent marketing and consistent business growth. Skepticism will evaporate, cursing – a thing of the past and marketing will be uncomplicated and maybe even fun.